An advertisement will be a good one - that is if the headline is really a "stopper."

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.

For every curiosity headline that succeed in getting results, a dozen will fail.

A good headline can make an advertisement good even if the picture is poor.

The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want - and get from you.

Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group of people you are trying to interest.

What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as well be written in Greek.